that's what this is going to be about -- technology, message. it's going to be very inclusive to let people participate in it. but you have asked the right question. and the party is going to do its very dead level best to get to the bottom of it so we'll have an answer and it won't happen again. >> did we lose some of it -- 2010 messages? for example, spending reduction, deficit and debt reduction, obama care roll back, economic growth, tax reduction, things of that sort? were those traditional gop messages that worked so well in 2010 missing, downplayed or maybe, you know, stirred in a bigger pot where they didn't quite come through? >> look, larry, if you ask me, the lesson of 2012, is it negative campaign still work in america? one of the first rules i was taught is that an attack unanswered is an attack admitted. the obama people, by their own bragging in various news stories, decided they were going to try to smear romney, make him unacceptable in the spring and summer. for whatever reason, he didn't respond. so despite the fact that obama